THE INFLUENCE OF SERVICE QUALITY ON LOYALTY THROUGH DEBTOR SATISFACTION OF BRI BANK SUPPORT BRANCH OFFICE BATAM CENTER

Abstract

The purpose of this study was to determine the effect of service quality on loyalty through debtor satisfaction. The research was conducted at Bank BRI Batam Center Branch. The method used in this research is quantitative. The variables in this study are classified into three namely service quality as the independent variable, loyalty as the dependent variable,
and satisfaction as an intervening variable. Service quality in this study is divided into five dimensions which include tangibles, reliability, responsiveness, assurance, and empathy. The analytical method used is structural equation modeling (SEM) with the help of Smart-PLS software. The results of the study found that only two variables were found to have a positive and significant influence between the variables, including satisfaction with assurance and satisfaction with loyalty. This shows that the company still needs to improve the quality of service from all dimensions.